According to this news report [external link] in Hindustan Times, some people have approached the Advertising Standards Council of India (ASCI) with complaints against Neo Sports India regarding these ads. The report seems to indicate that the concern in the complaints related to racism.

I do not think the intent of the ads is racism. However, the way these ads are projecting foreign visitors being treated in such shabby and disrespectful manner could dent India’s image, irrespective of whether you consider racisim or not.

Meanwhile, West Indian cricket series is over. And now the Sri Lankan team is in India to play a 4 match ODI series against India. Predictibly, Neo Sports India has extended the “Tough to be …” ads now on the visiting Sri Lankan side. So as an Indian and a cricket fan can I assume, Neo Sports will continue such ads against any cricket team that comes to visit India.

I think irrespective of what the ASCI says on the matter related to the “Tough to be …” ads, Neo Sports can show some maturity and pull off those ads.